Grace Foods didn’t just pop a can—it pressed the accelerator on brand rejuvenation. At its Harbour Street headquarters on Thursday 12 June, the food-and-beverage stalwart re-debuted Grace Zesti, its sparkling fruit drink, by converting office space into a multi-sensory playground designed to resonate with Jamaica’s social-media generation.
Strategy in Motion
- Demand Spike, Gen-Z Focus
Market data flagged a 14 % uptick in carbonated fruit-beverage consumption among 18-to-29-year-olds over the past year. Zesti’s refresh targets that cohort with bolder flavour profiles and reduced sugar. - Experience Over Exhibit
Rather than a conventional tasting, Grace deployed an “experience loop.” Guests rotated through stations—custom-blend fragrance mixing, quick-fire caricature sketches, and a paint-while-you-sip studio—each designed for shareable content and longer dwell time.
Night-of Snapshot
| Element | Purpose | Outcome |
|---|---|---|
| Perfume Bar | Tie scent memory to product cues | 92 % of attendees posted IG stories tagging @GraceZesti |
| Interactive Art | Hands-on engagement | Average station wait: 6 min—indicating high stickiness |
| Photo-Prop Booth | Instant UGC pipeline | >1,000 branded photos uploaded in real time |
Pulse Check
- Soundtrack & Stagecraft
DJ Witty Blacks mixed afro-fusion with dancehall, while Debbie Bissoon punctuated sets with rapid-fire giveaways, keeping foot traffic fluid and energy high. - Influencer ROI
Micro-creators (10–25 k followers) outnumbered mainstream media two-to-one—a deliberate pivot toward higher engagement rates per capita.
Executive Takeaway
Grace Zesti’s relaunch signals more than a packaging upgrade; it reflects Grace Foods’ shift toward experience-led marketing and data-driven product tweaks. Expect distribution pushes in convenience channels within weeks, and watch for follow-up activations in Montego Bay and Portmore as the company doubles down on capturing the island’s thirst for low-guilt fizz.
